In Full Bloom: Fast-Growing Online Gifts Retailer Edible Blooms

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National gift retailer Edible Blooms took out top honours at the Telstra Business Awards in Sydney last night, walking away with the coveted title of 2009 MYOB Small Business of the Year.

Banks didn't want to finance the project and it was hard finding a landlord to take on our first premises

National gift retailer Edible Blooms took out top honours at the Telstra Business Awards in Sydney last night, walking away with the coveted title of 2009 MYOB Small Business of the Year.

Offering a twist on the usual flowers and gifts, the unique business specialises in edible bouquets made of chocolate, fresh fruit, cookies and even beer and champagne. It has seen extraordinary growth, expanding from one owner-operated location to a national production and delivery network and one of the busiest flower and gift websites in Australia since opening in 2005.

Early challenges such as server crashes and technological investment paved the way for strong systems and a tight team mentality, which proved a great platform for expansion. Current plans include entry into European and Asian markets, with the company aiming to become a recognized employer of choice.

Founder and Managing Director of Edible Blooms, Kelly Baker, was ecstatic with the win. "We brought our whole team to Sydney and planned to celebrate no matter the outcome. But the win is just amazing. It will really help us take Edible Blooms to the next level," she said.

Baker came up with the delicious concept in 2005 with a small starting gifts range of 9 fresh fruit bouquets, including Belgian chocolate dipped strawberries, but had her share of naysayers. "Banks didn't want to finance the project and it was hard finding a landlord to take on our first premises," Baker tells. Instead she invested her life savings in the business and now without the burden of debt is flying high amidst the global financial crisis.

Baker credits the company's success to the loyalty customers have to the brand due to their stringent customer service, high quality product offering and value for money. The company offers same day delivery to major capital cities with over 100 'blooms' currently available at http://www.edibleblooms.com.

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Tara Hall
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